Actress Julia Garner stars in The Art of Silk campaign video, set against the glowing lights of a city and shrouded by flowy scarves (All photos: Gucci)
Famed Italian luxury house Gucci’s history of silk craftsmanship dates back to the 1950s, when it partnered with a distinguished silk producer in 1958 to birth its first collaborative scarf, the nautical themed Tolda di Nave. Since then, the company has continued to pursue new heights of superlative creativity and innovation in its scarf designs, working with renowned illustrators across the decades to transform the fabric into wearable art. The key motifs it spawned, most prominently florals, animals, nautical and equestrian patterns, as well as the unmistakable GG monogram, are ingrained in the brand’s identity to this day.
Honouring this iconic heritage, the house announced its The Art of Silk initiative, which comprises multiple collaborations as well as, most recently, the Keep it Gucci campaign. The latter stars actress Julia Garner in a series of photographs taken by Steven Meisel, conveying a visual narrative of movement and allure as the American model traverses a nocturnal metropolis shrouded in the effortless energy of flowing scarves. The intricate bouquet of seasonal blooms decorating the silk takes centre stage, imbuing the modern audience with the maison’s enduring elegance.
Other efforts under the initiative are the 90 x 90 project, featuring the works of nine internationally recognised artists — including Robert Barry, Currynew and Inji Seo — tasked with reimagining the archival motifs. Additionally, the brand has joined hands with publisher Assouline to document the evolution of its silk designs from original pieces to its present-day influences in a book titled Gucci: The Art of Silk.
To browse the collection, visit gucci.com.
This article first appeared on Apr 14, 2025 in The Edge Malaysia.
